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E-Commerce in Indonesia: More Shoppers Are Going Mobile

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E-commerce is exploding in Indonesia: An estimated 7.4M people shopped online in 2015. Does your marketing mix reflect the latest trends? Check in before they check out—see how your e-commerce business can best meet consumers along the path to purchase.

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E-Commerce in Indonesia: More Shoppers Are Going Mobile

  1. 1. Add to card SOURCE: Google internal data, 2015, Indonesia. SOURCE: Google internal data, 2015, Indonesia. 2015 E-Commerce Queries Trends WHEN SHOPPERS ARE SEARCHING Stay on top of seasonal shopping behavior by adding holiday-related keywords to campaigns, developing seasonal YouTube content, and targeting consumers in the months they’re shopping the most. MARKETER TAKEAWAY QUERYGROWTH QUERY VOLUME HIGHLOW WHAT SHOPPERS SEARCH FOR JAN FEB MAR APR MAY JULJUN SEP OCTAUG NOV DEC Search volume consistently increases until National Online Shopping Day (Harbolnas) Capture pre-Ramadhan boost in consumer demand HIGH 1. OLX 3. Tokopedia Top-Searched Brands in 20152 2. Lazada Brands on the Rise (query volume growth YoY)2 1. Tokopedia 3. Lazada 2. Bukalapak 4. Zalora Electronics Travel Hobbies Groceries Beauty & Personal Care Baby Property Apparel Vehicle Mobile Phone When you know your competitors and their key differentiators, you can increase brand and keyword coverage to beat the competition. MARKETER TAKEAWAY Shoppers use these sources to:3 Shoppers use these sources to:3 Shoppers use these sources to:4 WHERE SHOPPERS SEARCH (HINT: IT’S MOBILE) INDONESIA’S BOOMING E-COMMERCE MARKET Regardless of where people convert, investing in mobile keeps your brand on top of shoppers’ minds. As consumers get more comfortable purchasing on mobile, an easy-to-use mobile site will be key to driving conversions. MARKETER TAKEAWAY 58% Compare products, prices, and features 54% Discover relevant brands 22% Look For Opinions/ Reviews 19% Check availability and where to buy 19% Get ideas and inspiration Be present in shoppers’ I-want-to-buy micro-moments by paying close attention to search behavior trends and continually optimizing your search campaigns. MARKETER TAKEAWAY Singpost, Statista, E-marketer Google Google, Consumer Barometer 1 2 3 Google Google 4 5 Sources Singpost, Statista, E-marketer Google Google, Consumer Barometer 1 2 3 Google Google 4 5 Sources Singapore Post, “Indonesia’s eCommerce Landscape 2014: Insights Into One of Asia Pacific’s Fastest Growing Markets,” 2014. Google internal data, 2015, Indonesia. 1 2 Google Consumer Survey, 2014—2015.Google Google Consumer Survey, 2014—2015. 3 4 Sources E-commerce is exploding in Indonesia: An estimated 7.4M people shopped online in 2015. Does your marketing mix reflect the latest trends? Check in before they check out—see how your e-commerce business can best meet consumers along the path to purchase. More Shoppers Are Going Mobile E-COMMERCE IN INDONESIA: HOW SHOPPERS USE SEARCH 22% Look for opinions and reviews MARKETER TAKEAWAY: Investing in digital marketing efforts like PPC ads, YouTube campaigns, and Google Display ads allows your brand to meet shoppers across the web as they search for goods and services. MARKETER TAKEAWAY: Investing in digital marketing efforts like PPC ads, YouTube campaigns, and Google Display ads allows your brand to meet shoppers across the web as they search for goods and services.Investing in digital marketing efforts like PPC ads, YouTube campaigns, and Google Display ads allows your brand to meet shoppers across the web as they search for goods and services. MARKETER TAKEAWAY 100 Million Total Internet Users¹ 7.4M Total Shoppers Online¹ 5.9M 7.4M +26% 2014 2015 $3.6B Total E-Commerce Sales¹ $2.6B $3.6B +37% 2015 2014 1in 3 Searches in Indonesia in 2015 were for e-commerce2 +20% Growth in e-commerce queries2 +16% Growth in all other queries2 Fastest Growing E-Commerce Categories2 MOBILE DESKTOP Total E-Commerce Queries by Device2 66% Mobile 34% Desktop Travel Mobile Phone Groceries Beauty & Personal Care 40%60% 72% 29%71% 64% 36% 28% apac.thinkwithgoogle.com To help them make purchase decisions, shoppers turn to:3 27% 13% 6% 6% 4% Search Engines Social Networks Online Research (Retailer Site) Online Research (Brand Site) Online Video Sites

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